Wine consumption in new and expert consumers: the case of Mexico

Abstract

Wine consumption in Mexico is low when compared with global consumption. However, the buying growth rate in 2012 was one of the highest in the world. In addition, expert forecasts position the country as a major new centre of consumption in the medium term. Very few academic studies have explored wine consumer behaviour in this country. This paper seeks to contribute to the knowledge and understanding of Mexican behaviour regarding the purchase and consumption of wine. It also explores the differences in perceptions and motivations between two groups of Mexican consumers, connoisseurs and aspirational/new wine consumers. Interviews were conducted with consumers to find differences in the significance of wine between these two groups. For the connoisseurs, drinking wine is associated with self-directed pleasure, whereas for the aspirational/new wine consumers, drinking wine means fulfilling aspirations. In members of both groups, we found important wine consumption inhibitors.